Creative: Page 90
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Sprite Ginger debuts with streetwear line, wide-ranging marketing push
The brand's first capsule collection was teased on social media and outdoor ads ahead of its release, similar to a sneaker drop.
By Dianna Christie • Feb. 13, 2020 -
What Brandless' downfall says about brand building in the digital era
One of the biggest casualties to recently impact the DTC category carries lessons for legacy marketers.
By Peter Adams • Feb. 13, 2020 -
Trendline
Consumer Packaged Goods
If CPGs can adeptly adjust to emerging mandates, they have an opportunity to strengthen their brands.
By Marketing Dive staff -
KFC, Crocs strut fried chicken-themed clogs at New York Fashion Week
Collaborative footwear featuring scented drumstick charms will be available to consumers this spring.
By Peter Adams • Feb. 12, 2020 -
Sleepwear brand Lunya redefines 'good in bed' in Valentine's Day campaign
The theme positions the brand as relatable to the average woman in a sharp departure from previous efforts.
By Dianna Christie • Feb. 12, 2020 -
Cascade and Sarah Michelle Gellar tease environmental friendliness of dishwashers
Using innuendo, the ad uses celebrity sex appeal to push an environmentally friendly message.
By Dianna Christie • Feb. 12, 2020 -
Stella Artois pushes romance and experiences in Valentine's Day spot
Alongside two video ads and an OOH activation, the campaign includes partnerships with dating app Bumble and food delivery service Postmates.
By Dianna Christie • Feb. 11, 2020 -
In-house agencies struggle to reach full potential, report says
Despite having advantages such as institutional knowledge, in-house agencies face challenges like a lack of autonomy and hierarchical issues.
By Dianna Christie • Feb. 11, 2020 -
Opinion
The world spins faster. Does your brand?
In today's hyperkinetic media environment, fearlessness and the willingness to be uncomfortable may be the key to staying relevant, writes CBX's Satoru Wakeshima.
By Satoru Wakeshima • Feb. 11, 2020 -
Quibi commands advertising spotlight at sold-out Oscars show
ABC reportedly charged up to $2.8 million per 30-second spot, up from last year's average of $1.98 million.
By Peter Adams • Feb. 10, 2020 -
Seventh Generation brings climate change stance to new campaign
Paying tribute to the past, the effort urges people to join the Unilever brand in working to ensure the Earth is habitable for future generations.
By Robert Williams • Feb. 10, 2020 -
Mars Wrigley teams with Bumble on Valentine's Day experience in NYC
Aimed at connecting with women who wish to spend the holiday bonding with friends, the pop-up will offer free manicures and dating profile advice.
By Dianna Christie • Feb. 10, 2020 -
Pizza Hut names new marketing leadership, looking to inject some KFC brand magic
KFC marketers George Felix and David Graves will become CMO and chief brand officer, respectively, as their sister brand seeks a turnaround.
By Peter Adams • Feb. 7, 2020 -
56% of marketers think AI will negatively impact branding in 2020, study says
While automation has benefited several marketing functions, maintaining creative excellence is a concern of many marketers.
By Dianna Christie • Feb. 7, 2020 -
Did Peloton spin its widely mocked 'Wife' ad into a win?
The spot accused of sexism didn't appear to directly hurt revenue or subscriber growth, but the stationary bike maker has other problems to contend with.
By Peter Adams • Feb. 7, 2020 -
Column
Campaign Trail: How Kimpton uses traveling art pop-ups to 'stay human'
In its first photography-focused effort, the brand leans into experiential exhibits that immerse guests' senses and emphasize connection and self-reflection.
By Natalie Black (Koltun) • Feb. 7, 2020 -
Amstel Light taps Phil Mickelson as friendship matchmaker in new ad
The brand is targeting male Gen Xers and older consumer groups who haven't traditionally been the focus of beer campaigns.
By Dianna Christie • Feb. 6, 2020 -
Burger King celebrates Harley Quinn's breakup in anti-Valentine's Day promotion
By building a promotion around the narrative of scorned lovers, the brand could connect with consumers at a time when fewer are embracing the holiday.
By Dianna Christie • Feb. 6, 2020 -
Opinion
Corporate social responsibility emerges as content king in 2020 Super Bowl ads
Considering relevance, brand persona and impact are key to marketing around CSR, says Lindsay Singleton, a Civic Responsibility Project board member.
By Lindsay Singleton • Feb. 6, 2020 -
'Kraft Mac is for lovers' in Valentine's Day campaign
A cross-channel effort includes a contest in which consumers can win free products, along with candles and rose petals for a romantic date night.
By Dianna Christie • Feb. 5, 2020 -
Canada Goose taps Kate Upton as environmental brand ambassador
Trying to shake animal rights criticism, the outerwear company embraces cause marketing in a new campaign and mini-documentary.
By Dianna Christie • Feb. 5, 2020 -
Opinion
Why so many Super Bowl commercials aimed for the heart
The visceral nature of several big game ads comes as consumers demand authenticity and relatability, says UserTesting CMO Michelle Huff.
By Michelle Huff • Feb. 5, 2020 -
Axe teams with Netflix's 'Sex Education' to offer dating tips
The social media effort is driven by brand research showing 47% of boys aged 14-24 have refrained from asking someone out due to lack of confidence.
By Dianna Christie • Feb. 4, 2020 -
How Coke, Reese's turned Super Bowl ads into Amazon sales after the game
Profitero's report suggests that viewers were wooed by some ads into buying products online.
By Dianna Christie • Feb. 4, 2020 -
Deep Dive
Despite Super Bowl LIV's marketing deja vu, several ads break out
Multibrand spots, ads supporting women, "Groundhog Day" and yes, the resurrection of Mr. Peanut, caused some of the biggest stir this year.
By Peter Adams • Feb. 3, 2020 -
By the numbers: Super Bowl LIV
The big game's ads, broken down by sentiment, social engagement and more.
By Nami Sumida • Feb. 3, 2020
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